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I too have run a number of observing sessions for groups, ranging in ages from 3 year olds to 80 year olds, and in numbers from 3 to 15. I was also a school teacher for 7 years. Here's my two bobs' worth:
1. A lot of people have great difficulty knowing how to look through a telescope. They often struggle to recognise the EP, let alone know how far from the EP to place their eye. For this reason, the first object needs to be easy, and bright. I recommend the Moon, as the bright light coming through the EP acts as an excellent guide. This gives people a good first experience, and will act as a tremendous motivator for hanging around to view some other objects.
2. People with no astronomical knowledge have no hope of understanding anything at all complex in their first session (for example, no one has a clue about emission nebulae or planetary nebulae if you try to explain them). Sticking with familiar objects, and providing simple explanations has the best impact. For example, other than the moon (which all people feel drawn to and fascinated by), and the larger planets Jupiter and Saturn, in my experience colour-contrasted doubles work a treat. People understand what a star is, and seeing two differently coloured stars next to each other amazes people, and provides an avenue for explaining a bit about how stars work.
3. Teaching people more about objects they already recognise can promote interest. For example, showing the double in Rigel Kent (Alpha Centaurus) never ceases to amaze adults who know about the "Two Pointers" but nothing more.
4. Galaxies are pretty much a complete waste of time. In such a public viewing situation, you will not have skies dark enough to see any galaxy clearly through direct observation, and no newcoming will have any clue about averted vision. Much better to stick to bright and beautiful, especially nice open clusters, and perhaps the brighter globs. Most really like simple open clusters like M6 (Butterfly) or the Jewel Box.
5. If you have a lot of people in the group, it is helpful to have at least two scopes. People (esp. children) quickly get bored, especially in the cold in the dark! Because of the time spent letting everyone have a look, you will also find that you get through only a very small number of objects, so you should make every object a winner!
6. I often find the best conversations develop away from the EP, as people who have looked at something and know there will be some time before the next object, want to chat about some astro-related idea. Some questions will tempt you to give a very detailed answer. Avoid the temptation. Keep all of your explanations as simple as you can.
7. I find that the night sky has a charm all of its own. When I started, I felt some pressure to do the "hard sell", and convince people of the wonder of the Cosmos. From experience I have seen that heavens will woo some and not others, and often without any necessary input from me.
8. Sometimes using a theme to tie the objects together can work well. To one adult group, I used the concept of time. We started by an explanation of how fast light travels, then looked at objects progressively further away, starting with a few objects in the solar system where ligth may have travelled for 1 hour, then to some nearby stars (eg Vega, 25 years), then further away star (eg one 2000 years), then a glob or open cluster (perhaps 20,000 years), etc. Often it helps to give an earth event that corresponds to the time that the light left that object in its journey to earth. Now that really does amaze some adults!
Good luck!
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